How to Optimize Copy When You Can’t Use
By Karon Thackston in SE Optimization
What’s the first thing you think of when writing with keywords? Probably
one of the first is that keywords and phrases are descriptive of the products and/or services
you’re writing about. But, what happens in those circumstances where you can’t (or don’t really
want to) use your chosen keyphrases descriptively?
Is Your Product/Service Really Cheap?
One of the primary things that causes this dilemma is the word “cheap.” There’s a big difference
between somebody typing “cheap travel insurance” into a search engine query field and you
calling your own insurance cheap. Nobody really wants “cheap” insurance. That brings up
images of companies that go out of business, don’t return calls, fight you on paying claims, etc.
What customers want is inexpensive or affordable insurance. Problem is, in their haste, they type
in the first thing that comes to mind. Average Joe doesn’t understand that search engines are (in
part) matching the words in their query to words on web pages. “Cheap travel insurance” may be
the keyphrase you want and need to target, but you certainly don’t want to label your own
product as “cheap.” What else can you do?
Use that search term with the opposite meaning.
Perhaps your copy could read something like this:
Affordable? Budget-friendly? Absolutely! But this is certainly not cheap travel insurance.
Coverage is underwritten by one of the most trusted and well-respected companies. With this
policy, you’ll find benefits comparable to more expensive coverage, but with rates at, or below
what the cheap travel insurance companies charge.
See the difference? Instead of writing “We sell cheap travel insurance,” and degrading your
product in the eyes of your customer, you actually use the search term to elevate your product to
a higher level of quality.
Legalities That Get in the Way
Another issue with many keyphrases is that they violate government regulations if used to
describe a product. You find this often with health supplements. The FDA (and other such
agencies around the world) has a long list of what manufacturers can and cannot say with regard
to their products. This is mainly in an effort to protect the consumer against snake oil salesmen
who make fraudulent claims.
For instance, you cannot call your supplement a cure. In many countries you can’t even call your
product a remedy. And so, you face the issue with those ever-popular search terms that use
“remedy” and other such words within them.
One of my favorite techniques is to ask questions that incorporate these keywords.
You can’t legally say, “Here’s a new heartburn remedy we’ve just released.” But you can ask
Tired of that same old heartburn remedy that doesn’t work? Wish someone would create
Looking for a heartburn remedy that doesn’t require a prescription?
Is your heartburn remedy falling short?
You’re not saying *your* product is a heartburn remedy; you’re just asking questions about what
the customer might want or need.
When you’re writing with keywords, you really have to think outside the box. We typically get
stuck and have tunnel vision when we write SEO copy. The keywords get inserted the same way
over and over. But there are so many different methods (like the one listed above) for using
search terms when you write.
If you diversify your SEO writing skills, you’ll find your copy becomes more natural-sounding
and is able to communicate its message better. Why stick to just one ordinary way to write with
keywords when there are so many to choose from?
Stop struggling to make keywords fit. Do it the easy way with Karon’s 11 proven techniques for
writing naturally with keywords. http://www.WritingWithKeywords.com